Want some customer experience (CX) tips? From using email to measure CX to leveraging emotional engineering to conceptualize product design, this piece shares 5 tips from MTA experts to help you improve the CX you provide.
The widespread reach of digital media and saturated markets have made it difficult for brands to be heard in the noise. Improving customer experience has now become the go-to strategy for brands to stand-out in the crowd.
The following 5 expert tips can help you improve the customer experience you provide:
1. Use Data from Various Sources to Measure CX
With customer experience being an implicit element of a brand, its subjective nature w.r.t. customers’ perspective has made it difficult for marketers to quantify the success of it. Many times, marketers measure the success of CX based on vanity metrics. While vanity metrics have their place, they don’t reveal much when it comes to CX.
Brands would be off to a great start with using emails to converse and establish a relationship with their customers. Matt Harris (CEO, Sendwithus) says that while Net Promoter Score (NPS) is a great way to understand brand health, it gives us a one-dimensional picture. To truly get the bigger picture, it is necessary to gather data from feedback forms, focus groups and interviews, engagement data from website analytics, and social interactions etc.
2. Focus on Conversational Commerce to Deliver an Effective E-Commerce Experience
Despite e-commerce being a multi-billion dollar industry, people still prefer buying from brick-and-mortar stores, especially when it comes to making large purchases. Americans spend only 34% of their shopping budget online. This is due to in-store assistance playing a huge role in making a purchase decision.
To overcome this reluctance, Ryan Lester, the Director of Customer Engagement Technologies at LogMeInrecommends exploring messenger platforms to connect with your customers. The aim should be to reach out to your customers before they reach out to you. You can further personalize the overall experience by introducing chatbots, which can provide round-the-clock customer assistance.
3. B2B Brands can Learn to Improve Digital CX from B2C Brands
Craig Witt (EVP, MotionPoint) affirms this point and suggests that B2B brands should follow in the footsteps of B2C brands in creating engaging CX. To achieve this, Craig encourages B2B brands to let customers make the purchases themselves without the presence of sales reps (that’s how SaaS products usually sell, unless you are a giant enterprise with custom product requirements). B2B brands can even go glocal (global+local) by setting up localized websites.
4. Tackle the Short Attention Spans of Millennials and Gen Z Effectively
The human attention span has shortened significantly in the last 2 decades. Our attention span is now shorter than that of a goldfish. To engage and retain customers’ attention in such a short time, brands should focus on value exchange and think from their customers’ perspectives, recommends Jaime Nash (Director of Creative and Technology, Undertone). For brands to connect with their audience, Jaime further suggests ideating and running campaigns that are genuine, authentic and purpose-driven.
5. Leverage Emotional Engineering
Emotional engineering or Kansei engineering aims to develop products or services by translating customers’ needs and feelings into product design.
In the age of personalization, companies are emphasizing customer data to deliver personalized experiences. Ravi Teja Bommireddipalli (CEO, Robosoft) urges companies to go beyond collecting customer data and recommends utilizing emotional engineering by targeting a specific emotion to increase product stickiness.
Bommireddipalli also suggests that brands use cyclographic data, AI, and machine learning to identify and deliver better customer experiences.
Conclusion
With customers becoming the center of the universe for brands, customer experience will continue to remain a priority for brands in the coming years. Implement the tips mentioned in this article to outrun your competition by miles.
What steps are you taking to improve customer experience? Care to give our readers some customer experience tips? Let us know in the comments below.
